Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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How Do You Measure Social Media Content Effectiveness?

How Do You Measure Social Media Content Effectiveness? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Social media provides brands with another channel for content sharing. But as this becomes the norm, content marketers are looking to the next step in the process: measuring the effectiveness of this content. Based on an April 2014 study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are now doing so.


According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

Pharma Guy's insight:


See how Boehringer Ingelheim measures success of its disease awareness TweetChats. It's in their "How to" playbook reviewed in this Pharma Marketing News article: 


How to Host a Successful Pharma TweetChat

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Tweet #Risks as Well as #Benefits, #FDA Tells #Pharma

Tweet #Risks as Well as #Benefits, #FDA Tells #Pharma | Pharmaguy's Insights Into Drug Industry News | Scoop.it
“Don’t use Viagra if your heart isn’t healthy enough for sex.” After that warning, Pfizer Inc. will have just 81 letters left to tweet about the benefits of its erectile dysfunction drug, say U.S. regulators.


Drug and device makers who send social media messages on services like Twitter will be required to include the risks and benefits of their products when they do so, the Food and Drug Administration proposed today in two draft guidelines. That means packing that information inside the strict 140-character limit of the social media site from Twitter Inc. (TWTR)


Drugmakers have been awaiting the guidelines since the FDA held a publicmeeting in 2009 to gather input on social media promotion. Companies have avoided tweeting about products as they wait on the FDA, Lori Leskin, a partner at the law firm Kaye Scholer LLP in New York, said in an interview.


“I think this is clear enough guidance you’ll start seeing more tweets,” Leskin said. “It’s the more significant drugs that do have black box warnings, that do have more significant risk, that are used in limited populations that this won’t be appropriate for.”

Pharma Guy's insight:


We'll start seeing tweets... Really? I don't think so! Lawyers... what do they know? Read my take on this: 

FDA to Pharma: Forget About Tweets! But You Can Host Discussion Forums About Branded Rx Products, Sorta, & Kinda Correct Misinformation

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